A dad gets his 'bod' in better shape for something truly important
Figliulo & Partners subverts a self-improvement montage for Father's Day
Editor's Pick
Raising a child can be a beautiful thing, but for some fathers, it triggers feelings of mortality now that the evolutionary imperative has been achieved. Aside from that brief inversion in 2015, dad bods aren't sexy. Neither is wheezing after everyday activities. For many people, the slow decline is just what happens with age. But for those that find the right motivation, plenty of self-improvement options await.
A Father's Day spot for asset management firm American Century, its first work from Figliulo & Partners, follows one such dad as he explores a new world of exercise, green smoothies and morning jogs. Sure, it's difficult, but he perseveres through broken shoelaces, blender mishaps, aches and pains and nosy neighbors. He gets stronger and faster. He does yoga.
And in the end, his reward isn't just feeling younger or looking better. It's Father's Day, after all, and in his more fit form, he can keep up with his daughter as she hits the trail on race day.
The 60-second spot is the first in the "Be More Invested" campaign, which is built on the insight that investment--emotional, financial or otherwise--makes people try harder. That goes for American Century clients, like this out-of-shape dad, and the company itself. "Race" is running on TV as well as online and on social media.
Credits
- Date
- Jun 12, 2018
- Brand :
- American Century Investments
- Agency :
- FIG
- Chief Executive Offier/Partner :
- Mark Figliulo
- Chief Creative Officer/Partner :
- Scott Vitrone
- Head of Production/Partner :
- Robert Valdes
- President/Partner :
- Judith Carr-Rodriguez
- Head of Strategy/Partner :
- Caroline Krediet
- Executive Director, Strategy :
- Henry Monsell
- Creative Director :
- Masataka Kawano
- Creative Director :
- Jeff Scardino
- Executive Producer :
- Jill Landaker Grunes
- Senior Producer :
- Peter Ostella
- Senior Post Producer :
- Meredith Witte
- Director, Integrated Business Affairs :
- Sara Jagielski
- Client Services, Director :
- Natalie Troubh
- Group Account Director :
- Kristin Postill
- Account Supervisor :
- Alexis De Seve
- Media Director :
- Laura Ries
- Media Supervisor :
- Bobby Miller
- Group Project Manager :
- Amy Blitzer
- Director :
- Louis Sutherland
- Director, Photography :
- Nate Hurtsellers
- Editorial :
- The Whitehouse Post
- Editor :
- Chris Murphy
- Assistant Editor :
- Sam Ommen
- Executive Producer :
- Caitlin Grady
- Post Producer :
- Jessica Mann
- Visual Effects and Finishing :
- Carbon
- Animation/Graphic Effects :
- Max Benjamin
- Flame Online/Compositing :
- Matt Reilly
- Flame Compositing :
- Chris Wiseman
- Visual Effects and Animation :
- Paul OBeirne
- Color :
- CO3
- Colorist :
- Tim Masick
- Color Producer :
- Kevin Breheny
- Color Assistant :
- Melina Smith
- Music Company :
- Yessian
- Chief Creative Officer :
- Brian Yessian
- Head of Production :
- Michael Yessian
- Executive Producer :
- Marlene Bartos
- Senior Producer :
- Evelyn Brown
- Creative Director and Composer :
- Mike Dragovic
- Mix and Sound Design :
- Heard City
- Mixer :
- Phil Loeb
- Managing Director :
- Gloria Pitagorsky
- Executive Producer :
- Sasha Awn
- Producer :
- Andi Lewis
- Insights Analyst :
- Andrea Mortensen
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